In today’s competitive environment, it’s critical brands adapt to the rapidly changing digital landscape, leveraging data-driven and results-focused strategies to stay ahead. Heading into 2025, leading Melbourne digital marketing performance agency Impressive’s team of experts has shared key insights into the shifts they predict will shape the digital marketing industry, with innovative approaches set to drive smarter, more targeted growth for businesses.
Robert Tadros – Impressive’s Founder & CEO: “As we move into 2025, more and more brands will need to adopt a ’work smarter, not harder’ approach to stay competitive. The digital landscape is evolving rapidly, and large retail and eCommerce platforms must embrace programmatic SEO as a key solution to streamline and automate traditionally labour-intensive processes.
As an example, our Skailed platform was purposefully designed to effectively transform months of meticulous work into a fraction of the time, enabling brands to optimise thousands of pages with minimal manual intervention. By leveraging data-driven automation, companies can better meet customer demand, stay agile in a crowded market, and drive sustainable growth without overextending their resources.”
Sam Makwana – Head of SEO: “My SEO prediction for 2025 is that keyword value will matter more than volume. For a long time, SEO agencies and in-house SEO teams have focused on organic traffic growth as a main measure of success. However, this often doesn’t consider whether the visitors are at the top or bottom of the sales funnel. As a result, even if organic traffic goes up, conversions or revenue often stay the same.
At Impressive, we’ve always valued traffic quality over quantity. That’s why our main goal is to drive traffic to high-value landing pages. With Generative AI now part of Google in Australia, we expect a major drop in top-of-the-funnel, volume-focused queries, as Google will deliver many answers directly on the search results page. Instead, the focus will shift to value-based traffic, and SEO teams who know how to attract this kind of traffic will lead the way.”
Nicholas Simonsen – Head of Content: “AI has taken the digital world by storm over the last few years, and as a result, I have found that everyone is starting to sound the same, no matter the industry in question. Don’t get me wrong, ChatGPT and AI, in general, have changed the game in so many ways, but it’s reached a point now where I can pinpoint ‘ChatGPTisms’ in the first sentence or two of website copy. It all sounds so lifeless and generic.
Heading into 2025, I think we’ll see brands refocus on human content and on fostering that human connection between brand and consumer. With the market so saturated and spending down across the board, buyers wanted to feel connected to their favourite brands, so let’s make sure we’re giving it to them.”
Jasmine Allen – Head of Performance: “The rise of online e-commerce marketplaces will continue to shape the future of retail, creating an environment where shopping is even more seamlessly integrated into social apps and digital platforms, allowing users to browse, compare, and complete purchases without ever leaving their preferred sites.
This shift will continue to make the buying process more efficient and appealing. We’ve already seen major players such as Amazon continue to dominate in Western markets, while marketplaces like Shopee and Lazada continue to lead across Asia, each capturing significant market share.
As these platforms evolve, they continue refining search functionality and user experience, making it easier for shoppers to find exactly what they’re looking for at the lowest price. However, this convenience will continue to present new challenges for retailers housing non-exclusive brands, especially those relying on paid ads to maintain visibility. With intense competition from established marketplace giants, a more strategic approach is essential for these brands to stand out. To navigate this crowded digital landscape, tailored, data-driven strategies are crucial to ensure marketing efficiency and to be able to maximise return on investment amidst increasingly dominant platforms.”
These insights underscore Impressive’s commitment to helping brands stay agile and competitive. As 2025 approaches, Impressive is ready to help businesses navigate these transformative trends, offering expertise and forward-thinking strategies to achieve sustainable growth.
